Justin Bieber surprised fans with the release of his seventh studio album, "Swag," on Friday, July 11, 2025. The album, his first since 2021's "Justice," was released via Def Jam Recordings and features a collection of 21 tracks. Ahead of the release, billboards featuring the word "Swag" appeared in various locations, including Reykjavík, Los Angeles, and Times Square, teasing fans with the album's imminent arrival.
"Swag" includes guest appearances from Gunna, Druski, Dijon, Lil B, Sexyy Red, Cash Cobain, Eddie Benjamin, and Marvin Winans. Bieber, Dijon, and Benjamin handled production, alongside Carter Lang, Dylan Wiggins, Daniel Chetrit, Mk.gee, Eli Teplin, Knox Fortune, Daniel Caesar, and Harv.
Sources suggest that "Swag" is a departure from Bieber's previous work, with a "darker, more vulnerable and less polished" sound. One source noted that the music would be "much deeper" and represent a "genre shift" for the artist. Def Jam Recordings described the album as reflective, fueled by Bieber's devotion to his wife, Hailey Bieber, and their 10-month-old son, Jack Blues, who a source says "shaped the heart" of the album.
The album's tracklist includes titles such as "ALL I CAN TAKE," "STANDING ON BUSINESS," "FORGIVENESS," "DAISIES," "DADZ LOVE," "THERAPY SESSION," and "ZUMA HOUSE". Reviews of "Swag" have been mixed, with some critics praising its production and range, while others have found the lyrics lacking. Rolling Stone lauded Bieber for channeling his issues into creative and wide-ranging music. Billboard noted that "Swag" might disappoint fans seeking pop hits like "Sorry" and "Peaches" but would appeal to those who enjoyed his more subdued albums, "Journals" and "Changes".
Consequence of Sound noted that "Swag" explores themes of mainstream versus indie and touches on cultural identity. The album delves into the pop-infused R&B of the '80s, with tracks like "All I Can Take" and "First Place" drawing comparisons to Michael Jackson. Bieber's vulnerability shines through in these moments.
Some reviewers felt the album lacked a strong direction. The Independent described "Swag" as awkwardly caught between "sex, God, and self-pity," noting the tonal shifts and the exploration of Eighties sex jams. The Evening Standard suggested that "Swag" is "Bieber as usual," with lightly personal R&B ballads that will please fans but may not attract new listeners. They highlighted "Glory Voice Memo" as a glimpse behind the pop facade, where Bieber sings about feeling let down, but noted it as filler.
Stereogum described "Swag" as a "weed-gummy album, a record of softly enveloping tenderness," marking it as Bieber's first album as a father and without Scooter Braun's oversight. They noted the influence of Dijon and Mk.gee, creating a smooth and friendly sound reminiscent of Bon Iver.
Despite the mixed critical reception, "Swag" showcases Justin Bieber's continued evolution as an artist, as he experiments with new sounds and delves into more personal themes.
